Talk with your donors, leaders, and prospects—either informally or through a formal “mid- campaign assessment” to determine their perception of the campaign

How much should organizations expect to spend for each dollar raised through fundraising activities? Many organizations should anticipate a period of at least three years—and perhaps as many as five—to realize their optimal return on investment. According to a recent study (see below), the average yield is $1 dollar for every 24 cents spent. However, there is wide fluctuation depending on several variables, such as:

When using written communication, always use a structured, sequential approach to all cultivation and solicitation. To the extent possible, solicit from the “inside out” and “top down”—i.e. begin by soliciting “insiders” such as board, and “top” prospects considered capable of the largest gifts, gradually working toward the solicitation of the least-engaged constituencies and the donors with the least financial capacity. (At times, the sequential approach may be relaxed to take advantage of the timing of special events, as appropriate). Use the commitment of early donors as motivation in soliciting subsequent groups.